amitycreative

[forgottengenres]

Create something so great that it cannot be ignored.

David Chen (via thatlitsite)

[nevver]

[amitycreative]

UberKITTENS is Back! | Uber Blog

In honor of National Cat Day, Uber is back for a second year of uberKITTENS in 7 cities: Seattle, San Francisco, Phoenix, Austin, Chicago, New York and DC.

Amazing. Bring me da kittenz.

[nevver]

[amityreads]

Daily Rituals: How Artists Work | Mason Currey | (2013)

Takeaway: Productive creativity is fueled by massive amounts of coffee and drugs. Also, routines. Other notable moments:

Haruki Murakami: “The repetition itself becomes the important thing: it’s a form of mesmerism. I mesmerize myself to reach a deeper state of mind.”

Chuck Close: “Inspiration is for amateurs,” Close says. “The rest of us just show up and get to work.”

John Adams: “My experience has been that most really serious creative people I know have very, very routine and not particularly glamorous work habits.”

James Joyce: Once, after two days of work yielded only two finished sentences, Joyce was asked if he had been seeking the right words. “No,” he replied, “I have the words already. What I am seeking is the perfect order of words in the sentences I have.”

Maya Angelou: “I have always got to be the best. I’m absolutely compulsive, I admit it. I don’t see that’s a negative.”

William Styron: I have had in my little study in Connecticut all these years that famous line from Flaubert tacked to my wall: “Be regular and orderly in your life like a Bourgeois so that you may be violent and original in your work.” I believe it.

Edith Sitwell: “All women should have a day a week in bed.”

Leo Tolstoy: “I much write each day without fail, not so much for the success of the work, as in order not to get out of my routine.”

Edward Abbey: A writer must be hard to live with: when not working he is miserable, and when he is working he is obsessed.

“I hate commitments, obligations and working under pressure,” he wrote to his editor. “But on the other hand, I like getting paid in advance and I only work under pressure.”

John Updike: I think the pleasures of not writing are so great that if you ever start indulging them you will never write again.

“A solid routine,” he added, “saves you from giving up.”

Willa Cather: The only reason I write is because it interests me more than any other activity I’ve ever found.

If I made a chore of it, my enthusiasm would die. I make it an adventure every day.

When not working, I shut work from my mind.

Jerzy Kosinski: Like the heartbeat, each novel I write is inseparable from my life.

Twyla Tharp: “It’s actively anti-social,” she writes. “On the other hand, it is pro-creative.” 

“When it all comes together, a creative life has the nourishing power we normally associate with food, love and faith.”

Gerhard Richter: It is a danger to wait around for an idea to occur to you. You have to find the idea.

[lovemy-hippielife]

[amityyy]

[amitycreative]

// #whatimreading

[heinekenignite]

Heineken Ignite in action

[amitycreative]

1) LOVE this

2) SXSW Party? Yes please.

[amitycreative]

eastside typography instawalk // saturday, march 22 

[amitycreative]

[showslow-deactivated20180412]

[brutalgeneration]

[amitycreative]

#atxfreeartfriday

a couple weeks ago as i was scrolling through my instagram feed, a little chain of events occurred that lead me to stumble upon one of my new favorite things about this city that i'm already madly in love with. the chain of events went like this: a girl liked one of my pictures (of a painting i recently finished) i look at the girl's profile, see that she has painting pics too i click on one and notice it has a million hashtags and lots of chat about something called "atxfreeartfriday" i click the #atxfreeartfriday tag mind = blown good story right? anyway, the point here is: there's this amazing thing that started recently every friday in this city - free art fridays. here's how it works: local artists from all over the area make little art pieces, most have distinct styles and are prominent street artists in the city that frequent the castle hill area (i think a group of these guys may have started the thing) the artists run around the city and hide there art they post pictures on instagram as "hints" to where the piece is hidden, using the tag #atxfreeartrfriday anyone who follows the tag and sees the hints can run around all day picking up free art. rad? rad. so the week after discovering this, i "played," or rather i participating in the hunting for art part. after narrowly missing the first piece i followed clues for, (by narrowly, meaning i watched the person who found the piece run off with it from the hiding spot), and with another hunter right on my heels, i was a little bummed, but pumped on the game. people snatch those pieces up QUICK. and it made it even better that there were three us out there hunting for this one piece of art. idk. kind of a rad, real life, connection thing. anyway. bummed, but exhilarated, we head to a bar where i'm still madly refreshing my feed. a clue shows up that we find out is only minutes away. so naturally, we slam our drinks, run out of the bar, and drive over to the park where the art was hidden (not condoning drinking & driving here). we park and i jump out, closely examining the instagram clue for more details on exactly where the piece is hidden. the moment i spot the piece sitting peacefully under the little tree featured in the picture, i probably ran at it like a mad person. success. it was such a rad piece too, a paint can by the artist @madefreshatx plus a little sticker pack and a congrats note, reminding the finder to post the pic, and let everyone know it's found. done and done. the next week, i played for real. hiding pieces, posting clues, and seeing how quickly people snatch them up. it's so fun. such an amazing way to connect with other artists and share your work for fun, and so much love from people who find the pieces - note: ANYone can play, not just artists. it seems to have grown a lottttt in the past few weeks since i discovered it, there's been a website made, an article written on it, and weekly sponsors for the artists who participate. good shit. so here's what: check out the hashtag on instagram #atxfreeartfriday read more on www.spratx.com/atxfreeartfriday follow @spratx follow me! @amityyy create & play. <3

[amitycreative]

Women Should...

Product: None. Idea: Women’s Equality.

Client: UN Women (the gender equality arm of the United Nations)

Agency: Memac Ogilvy & Mather Dubai

Citation of where found: creativity-online.com

What is being advertised?

The fact that gender equality is a very real and relevant issue in our modern society.

Why is it being advertised?

As a wake up call - to exhibit the reality of the still prevalent issue of gender equality, and urge people to start conversations on the subject.

Who is the intended target?

The general population, people who use the Internet. It’s a public service announcement to both genders, and a message that those on either side of the cause can learn from. The message may be targeted more toward those that don’t realize gender equality still exists as an issue. It’s supposed to be eye-opening.

What’s the connection between the product’s message and the target’s need?

The target’s “need” in this situation could be explained as the right to facts and knowledge about situations and ideas in the world around them. While some people prefer to stay in the dark about certain issues, in order to make an informed decision or opinion, knowledge on the subject is necessary. The UN would view the awareness they’re sharing as an answer to the public’s need for relevant information.

What’s the SINGLE most important thing being communicated in the ad?

The battle for women’s rights isn’t over and needs attention.

How do the visuals support and communicate the single most important thing?

The context of using a Google search engine, something that mostly everyone seeing the ad is familiar with, personalizes the message and makes it relevant. The fact that the search suggestions/autocompletes shown in the ads are genuine and were collected all on one day from the internet serve to drive the reality of the situation home to its viewers. Furthermore, the audience is assumed to understand how autocomplete in the search engine works, as most people have probably started typing in their queries at one time or another on the site, and been shocked or amused with the suggestions that come up. This is a dramatic version of that common situation.

How does the context or media placement communicate the single most important thing?

The ads, appearing on the web just days ago, gained immediate buzz, proving they connected with audiences enough to shock, and spark many conversations as the UN had hoped. The ads that expose the negative stereotyping of women basically at this exact moment in history (as each ad was time stamped with the date the searches and autocompletes were captured) express their point through the capture of search engine screenshots. It’s a very meta situation. A person sees the ad depicting an Internet search engine search as they’re on their internet, probably clicks away from a search engine, within moments or days of the time that search was being completed. They could click a button and type in the very same search themselves to see the results in even better realtime.  This media placement paired with the visual message of this campaign served as a very genuine method of creating awareness for the United Nations and their cause.

[amitycreative]

Tip of the Iceberg

Product: TUI Travel Services

Client: TUI Travel

Agency: Grey Group China (Beijing)

Citation of where found: The One Show Website

What is being advertised? The company’s travel services

Why is it being advertised?

To show its intended audience that the travel company provides more than the mere tourist experience that banks on herding it’s customers to the nearest well-known attractions.

Who is the intended target?

The wanderlust, probably frequent traveler looking to soak up the true cultures of the places they visit and gain real life experiences from theircountries of interest.

What’s the connection between the product’s message and the target’s need?

The target’s need is a travel company that will give them the most experience and adventure for their money. The message of this travel company is that they KNOW the main attractions are only a tiny piece of the travel experience, and that they give their customer’s much more than that.

What’s the SINGLE most important thing being communicated in the ad? TUI Travels provides a comprehensive in-depth travel experience

How do the visuals support and communicate the single most important thing?

I dig that the visuals provide such a quick and smart solve in this campaign. The visuals show 1) the enormity of the destination that the traveler would miss by just hitting the typical “tourist” spots with that proportion of the country shown as the underwater part of the iceberg, 2) the vice versa of #1, the tiny piece of the country that’s the main attraction is merely the tip of the iceberg. The visual pretty literally shows this fact to its audience.

How does the context or media placement communicate the single most important thing?

These ads showed up as full pages in the magazine category. I couldn’t find info on specifically which magazines they were placed in, but it would make sense if they were in travel-related magazines, magazines that target people that have money to travel, and maybe even in-flight magazines for international travelers. No matter where the placement, the quick and appealing visual solve shares the company’s message and is enough to pique the interest of it’s target audience no matter the media context. 

[amitycreative]

VW Park Assist Technology

Product: Volkswagen Park Assist Technology Client: Volkswagen  Agency: DDB Sydney  Citation of where found: Clio Awards Site http://www.clioawards.com/catalog/2013/ooh/entry.cfm?entryid=201302265&award=50

What is being advertised? A new feature in the VW vehicles, park assist technology

Why is it being advertised? To introduce the new feature

Who is the intended target? Drivers. People in the market for a vehicle. People that maybe suck at driving. People who have ever had a problematic situation when trying to parallel park and can recognize the humor/dramatization of the situation (aka… basically everyone).

What’s the connection between the product’s message and the target’s need? The target’s need is being able to parallel park (or just park in general) with confidence. The message in the ads tells the target that if they use the product: the VW Park Assist Technology, that they can, and even in the most daunting of parking spaces.

What’s the SINGLE most important thing (10 words or less) being communicated in the ad? Our technology allows you to park successfully in any situation.

How do the visuals support and communicate the single most important thing? The visuals express the problematic human truth of parallel parking that the general public can relate to. It dramatizes the situation in a humorous way, that isn’t too over-the-top, but instead sort of winks at its audience as if to say “we’ve all been there, let us help you.”

How does the context or media placement communicate the single most important thing? The media placement for this campaign was out-of-home, billboards, touching the audience at a point where they’re in there cars, coming from & going to a situation where they will be parking. The strong visual, clean layout, and straightforward copy allow for a quick solve, necessary when you have a mere few seconds to engage your audience using a billboard.

[amitycreative]

Punkd Marketing?

I don't know the technical name for this trend in advertising that's been popping up a lot lately, but I do know I like it. A lot.

A form of guerilla marketing perhaps?

guerilla marketing (via wikipedia): involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimum resources. 

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz and consequently turn viral.

What I'm talking about is a brand ambushing unexpected consumers in some way or another so that they end up interacting with a brand in a way that emphasizes the product's USP. Hidden cameras are almost always involved, and the unexpecting consumer better believe they're ending up on YouTube. They'll go viral whether they like it or not. (So really the only part thats throwing me off from the guerilla marketing definition regards "minimal resources" because some of these stunts are pretty excessive and seemingly expensive) I think the term mainly fits the bill though. 

So, some of my favorites that I've seen lately:

1) Nivea StressTest

2) James Bond Coke Machine

I am obsessssssed with this one. Every James Bond fan has wanted the chance to be in his shoes at one point or another. You know the people that go through this challenge LOVE it, and of course they're stoked because they know the song at the end. Plus, the outcome is a little more positive than that of the StressTest. It's more of a celebration and fun contest, rather than embarrassment at their expense. (For more embarrassment, see #3)

3) LG Ultra Reality

Epic. Mostly epic how angry some of these people were after they realized their life was not, in fact in jeopardy, and this was all for the sake of promotion. Not to mention, they didn't get the fake job they were interviewing for. Understandably a little upsetting. (And this is not the first stunt like this LG has pulled apparently)

4) TNT "A Dramatic Surprise on a Quiet Square"

This one also makes me happy. Actually, these all do. That's why this blog post exists. Again though, this is one that doesn't really screw with the onlooker too much, and is mostly fun. So many people loved this one that they ended up making a follow-up video, "A Dramatic Surprise on an Ice-Cold Day," in which they actually end up kidnapping the onlookers a little bit. Still good stuff. 

Also, a case study cites this ad as the 2nd most shared ad ever. 

5) The Beer Fridge

This one isn't really a prank or anything obviously, but its experiential and interacts with consumers in a fun way. Embodies the new trend toward installation-based public branding and entertainment stunts. The way it works celebrates those its targeting, so its a win/win for the Canadian tourists, as well as all the onlookers who get to try some Canadian beer. Party. 

One of the main reasons all of the above stand out to me, is that they make sense for the brand and product they're made for. You can't just go around punking people for no reason. The key is to make sure its relevant. 

Quick reiteration of the relevancy of the above examples:

1) Life has stressful situations. You need some Nivea for those times. (Especially when Nivea creates those stressful situations themselves....? This one is a little iffy to me still. Would have held more clout if the brand wasn't the one actually putting the poor people in the dramatically stressful situations. But hey, if you're not one of those people, its good stuff.)

2) James Bond is a badass, if you drink Coke, you can be a badass too. 

3) LG Ultra Realty: Our TV's are damn realistic. So realistic, you think you might die. 

4) TNT: We know Drama. Let us show you some real-life drama.

5) Molson Canadian: Our beer is for Canadians. (And yay, public drinking)

Good work.

So after all of this, 

my real question is: WHY is nothing like this done in the United States? (Probably because someone would get too embarrassed and sue)

But either way, Europeans get to have all the fun.

XO